Derek Grant, Vice President of Sales at Pardot, dives in to how-to tips for leveraging Pardot on the sales side of your organization. Topics will include using social media as a sales tool and how to use Pardot data to engage prospects in a targeted way without "getting creepy."

1. Tips for the Social Sale
How Pardot Leverages Tracking + Social Data
Presented by:
Derek Grant, SVP, Sales

2. Get Social
#Pardot2011

3. Who The Heck Are You?
I’m Derek Grant
• Sales Manager at
Pardot
• With Pardot
since 2007
• Motto: Be Brief,
Be Brilliant and
Be Gone

4. Rock Stars from Mars?

5. Leveraging Behavioral Data
Know What, When and Why

6. Visitor Capture
Used for:
• Validation of Efforts
• Lead Generation
Assign Visitors
• Check CRM
• Use Letters
Tip:
• Opt In To
Appropriate States /
Countries

7. Turn Down the Creepy Factor
Do:
• Find Your Ideal Prospect(s)
• Note Search Terms
• Search for Other Visits
• Send a Tracked Email
Don’t
• Identify that you are watching
them

8. Email Alerts
Used for:
• Priority Pages
• High Value Forms
Tips:
• Configure Page
Rules
• Twilio for Phone
Alerts
• Exclude tagged
prospects

9. LeadDeck Alerts
Used for:
• Real time feedback
Tips:
• Limit Columns &
Alerts
• Use the Installed App

10. Turn Down the Creepy Factor
Do:
• Be Timely
• “Thanks for Downloading”
• Note Search Terms
Don’t
• Note Specific Page Views
• Disclose Too Much

11. Email Plug In
Used for:
• Gaining Visibility
• Tracks Links to Any
Site
Tips:
• Only 1 Recipient
• Use Anchor Text

12. Turn Down the Creepy Factor
Do:
• Link to third party sites
• Remove the HTTP://
• Note the specific link
Don’t
• Disclose that you tracked
their click
• Respond too quickly

13. Rep Driven Nurturing
Faking Sincerity With Longtail Prospects

14. Nurture Longtail Prospects
Use When:
• They won’t Engage:
• Don’t Want to Talk
• If You Lost a Deal
• They use a Competitor

15. Prospect Nurturing
Used for:
• Staying In Touch
• Reconnecting with Lost
Opps
Tips:
• Mark as “Visible in CRM”
• Only a few options
• Stop on Opportunity
Created or Opportunity
Won

16. Personalize with CRM Data
Sales Captures Data About Their Current:
• CRM
• Email
• Marketing Automation Vendor
• Other Marketing Tools

17. Send “Light” HTML

18. Not “Heavy” HTML

19. “Forward” Emails

20. Nurturing Works

21. The Social Sale
Recommended Do’s and Don’t

22. Social Selling

23. Social Selling - LinkedIn

24. Social Selling - LinkedIn

25. Social Selling - LinkedIn

26. Social Selling - Twitter

27. Social Selling - Facebook

28. Questions?

29. Contact Information
Pardot
Derek Grant 950 East Paces Ferry Rd
SVP of Sales Suite 3300
derek.grant@pardot.com Atlanta, Georgia 30326
@derekgrant
404.492.6848
877.3B2B.ROI
www.pardot.com